Westminster Business School- Marketing Principles Module Handbook 2018 PDF

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Download Westminster Business School- Marketing Principles Module Handbook 2018 PDF

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WESTMINSTER BUSINESS SCHOOL

Module Title: Marketing Principles Module Code: 4MARK001W Module Status: Core

Semester 1, 2018/2019

Module handbook

1

Module teaching team contact details

Name

Room

Email

M128a

[email protected]

Module leader: Norman Peng Teaching team: TBC

Dates for your diary. Key assignment submission and feedback return dates.

Assessment Group Presentation

Individual Report

Deadline for submission Learning week 8 (dates depending on individual seminar time) 17/12/2018

Method of submission In seminar + online

Feedback available: Learning week 10

Feedback available from: Blackboard and written and / or verbal in seminar

Online

25/01/2019

Blackboard and verbal (by appointment)

The dates for the return of marks and/or feedback are determined by the University’s stated marking periods as given in the academic regulations.

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Contents 1.

Introduction & welcome to the module

1

2.

Module aims, learning outcomes and indicative content

2

3.

Assessment

3

4.

Feedback arrangements

10

5.

Using your study time effectively

10

6.

Reading and key learning resources

11

7.

Module calendar

13

8.

WBS Professional Principles

14

Please note that this module handbook serves as guidance for students taking the module BABM403 Marketing Principles. The content of this handbook presents the intentions of teaching staff at the beginning of the academic year 2016-17. However certain information related to literature and video sources, seminar activities etc. may change during the course of the module. Any changes if they occur will be minor and will reflect recent developments in either the external environment or educational practice within the University. Key information such as the module learning outcomes, the methods of assessment and assessment deadlines will not change. Ensure that you check the module Blackboard site and your University email regularly for announcements and updates.

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1. Introduction & welcome to the module Marketing impact our daily life consciously and subconsciously. Its perceived benefits and threats to modern society, businesses, and individuals are widely recognised by the public. Despite these perceptions are not always accurate, but what is without a doubt is that marketing as an academic discipline and a career path has attracted further attention from the students in recent decades.

This module provides an essential introduction and prepares you to build on this at later stages, academically and professionally. In addition, it is core to several business degrees and the marketing pathway. With our teaching team, we hope that you will find this module inspiring and that it will provide you with a good foundation for recognising marketing and its positive and negative impact in your everyday world. Study – professional practice 1. Arrive for taught activities in good time. We will aim to start on time so that we can finish on time. If you do enter late, enter quietly to avoid disturbing others. 2. Participate constructively, presenting own ideas and critiquing those of others in a respectful & supportive manner. 3. Read and act on Blackboard announcements & emails in a timely manner; ensure your SRS contact details are current; write all emails in a formal business style. 4. Please do not phone, text or message during taught activities. If you wish to record a class please confirm this with the tutor beforehand. 5. THE KEY – follow the WBS Professional Principles (see last page).

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2. Module aims, learning outcomes and indicative content Module Aims This module provides students with an introduction to marketing and its role in business and society. It gives students an overview of the principles underpinning marketing activities, and is both an introduction to the subject area. The module aims to introduce the key concepts of marketing, an understanding of consumer behaviour, and an evaluation and application of marketing tools in the context of contemporary major social and environmental issues. Learning Outcomes On successful completion of this module you should be able to: 1. Understand the underpinning principles and current practice of marketing and its role in organisations. 2. Understand the characteristics and dynamics of the external environments within which organisations operate. 3. Collect data from a range of defined sources and analyse to present information and solve business problems. 4. Communicate effectively, orally and in writing, in a clear and concise manner using a range of media which are widely used in business. 5. Show an awareness of ethical constraints facing organisations. 6. Work effectively in a group on a given task meeting obligations to other group members. Indicative Syllabus Content Overview of marketing: marketing in different contexts (profit/not for profit), ethical issues in marketing, corporate social responsibility.  Marketing analysis: Competitors, Environment, and integration to get output from SWOT Matrix.  Marketing research: its importance and role in marketing process, the process of conducting marketing research, overview of different methods.  Buyer behaviour: both consumer and organisational, Maslow’s hierarchy of needs, segmentation and targeting.  Products as both goods & services: Positioning, the product life cycle, the diffusion of innovation, 4Ps 7Ps.  Branding: the difference between products and brands.  Price: the principle pricing methods.  Marketing communications: distribution channels and choices.  Contemporary issues in marketing: e.g. digital, global.

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3. Assessment The module is assessed by: 1. Group presentation (25%) 2. Individual Report (75%) The pass mark for the module is 40%. To pass overall, the minimum mark for each assessment is 30%. (If your mark for an assessment is under 30%, you will be required to complete a referral assessment and your mark for that will be capped at 40%). Unless explicitly indicated otherwise all coursework must be submitted electronically via Blackboard. In addition to the detail given below, further information may be posted onto the Blackboard site for the module. Assessment rationale, methods and weightings Assessment name

Weighting %

Qualifying mark %

Qualifying Set

LOs

Assessment type

Group presentation

25

30

n/a

1, 4, 6

Group Presentation (12 minutes)

Report

75

30

n/a

2, 3, 5

Individual report (3,000 words)

You will be required to sign a group learning contract.

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4. Assignment details Assignment 1: Group Presentation When: Learning week 7 (Starting November 12th, 2018) Group formation: Each group should have either 3 or 4 students, and groups are chosen by the seminar tutor (or tutors can allow students to form their own groups) Format: A) 12 min. presentation + 2~3 min. Q&A B) There should be no more than 9 slides in total Topic: As a group, choose a company (Company X) you collectively would like to research as a group and, evaluate: 1. As an organisation, is this company sales-oriented or market-oriented? 2. How does the company segment its market; who are the target audiences; and how does the company position itself. Note: *Company choice has to be agreed with your seminar tutor *It is recommended that you select a brand that has presence in the UK and / or focus on UK market *Please do NOT select monopoly (a brand that has no real opponent), such as MPAA (Motion Picture Association of America) or duopoly (only two brands exist in one market), such as Visa and Mastercard Submission: 1. Submit a paper copy of your report just before your presentation. This should include 1) an assessment cover sheet with all group members’ names and Westminster ID, and 2) a copy of your slides used during the presentation (in handout format) 2. Submit your work via Blackboard before November 10th, 1300 (1PM). Instructions can be found on Blackboard. It will also be explained during Week 6’s Lecture and seminars. Assessment criteria Criterion

Weighting%



Referencing and research

10



Q&A

10

Evaluation 

Introduction of Company X and its marketing team / key figures

10



Identify Company X’s business orientation

20



Segmentation

10



Targeting

10



Positioning

10

Presentation characteristics 

Structure of presentation

10



Creative of ideas and presentation style

10

Assessment criteria explained: -Content  Demonstrate knowledge about Company X and its marketing team / key figures (e.g. Chief Marketing Officer / Marketing Director)  Ability to identify Company X’s business orientation (sales-oriented or market-oriented) with supporting evidences (e.g. mission statement, news coverage, and public relations materials) 4



Ability to analyse Company X’s current STP (i.e. segmentation, targeting, and positioning) strategy and performances with examples  For this part, students might need to focus on one of Company X’s product ranges or brand family.

-Referencing and research  Appropriate referencing method was used (Harvard style preferred)  Reviewed a diverse range of literature / material (e.g. journal articles, books, trade magazines, and newspaper) -Structure of presentation  Good time management (being on-time, finish on-time, distribution of time to each 

section) The presentation is in logical order. A suggestive outline could be as followed: -Opening slide (1 slide) -Introduction and table of content (1 slide) -Introduction of Company X’s marketing team or key figure’s background (1 slide) -Identify Company X’s marketing principles (1 slide) -Analyse Company X’s current marketing practices (2 slides) -Evaluate marketing’s role in Company X (1 slides) -References (1 slide)

-Creative of ideas, presentation style, and group dynamics  Appropriate use of audio and visual materials  Demonstrating professionalism and be team-oriented (e.g. arrive on time, come prepared, being a good audience… etc) - Q&A  Ability to answer questions effectively

Additional reminders: 1. Unless in the case of mitigating circumstances, tutors will not interfere with specific issues within the group after week 4. Additionally, all members within the group will receive the 2.

3. 4. 5.

same mark unless in the case of mitigating circumstances. Seminar tutors retain the right to ask the students to leave the group and/or decline students to join an already formed group if he/she has missed three or more seminar sessions without applying for mitigating circumstances. Group will be finalized by the end of Week 4 (Friday). Student without a group will not be allowed to present. Unless there are mitigating circumstances or uneven number of students in that session, 1 person / 2 people group will have his/her/their mark deducted. Seminar tutors can provide feedback after the presentation. However, the provisional marks will be released by the module leader.

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Assignment 2: Individual Report When: December 17th, 1300 (1PM) Who: This is an individual-based assignment Format:  Between 2,700-3,000 words (excluding references)  Have a cover page that includes the following information:  Your name and student ID,  Tutor’s name,  Chosen company for CW2  Chosen company for CW1 (Group presentation)  Double space or 1.5 space your work.  Mark will be reduced if the guideline is not followed. Topic: Research and analyse Company Y in terms of its market / marketing environment and CSR practices * Students can select a company (Company Y) that suits their interest and is agreed with their seminar tutor * Company Y CANNOT be the same company used in CW1 Group Presentation * It is essential that you select a company that has presence in the UK and / or focus on UK market Submission: Submit your work via Blackboard. Instructions can be found on Blackboard. It will also be explained during Week 7’s Lecture and seminars. Assessment criteria Criterion Content  Introduction of Company Y and its recent performances  Macro environment analysis  Industry structure analysis  Strategic position analysis  Applying an additional appropriate analytical tool of student’s choice  Discuss the ethical issues Company Y are facing (or might face in the near future) and evaluate its CSR practices  Conclusion Presentation characteristics  Structure and layout Referencing and research

Weighting% 5 15 15 15 10 10 10 10 10

Assessment criteria explained: -Content  Demonstrate knowledge about Company Y’s recent performances (e.g. marketing and financial performances)  Examine the macro environmental issues that has potential impact on Company Y’s marketing performance with examples and evidences (Recommended analytical tool: PEST/PEEST/PESTEL)  Examine the industry-level issues that has potential impact on Company Y’s marketing performance with examples and evidences (Recommended analytical tool: Porter’s Five Forces, Value Chain analysis)  Examine Company Y’s strategic position with examples and evidences (Recommended analytical tool: SWOT / perceptual map)  Examine Company Y’s marketing performance with one other tool of student’s choice 6



(e.g. PLC, BCG Matrix, 3Cs, Ansoff Matrix). Evaluate Company Y’s current CSR practices and discuss whether these practices are



sufficient for the ethical issues that Company Y are facing or might face in the near future. Conclusion- An overall summary of Company Y’s future (3-5 years) prospect.

-Referencing and research  Appropriate referencing method was used (Harvard style preferred)  Reviewed a diverse range of literature / material (e.g. journal articles, books, trade magazines, and newspaper) -Structure and layout  Whether the guideline (word counts, layout) has been followed  Whether the report is structured and presented in a logical, professional and consistent manner

Eligibility of students for an ‘alternative assessment’ No alternative assignment is offered for this module.

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5. Assessment General Threshold Criteria The descriptions below are indicative of what is needed to merit a mark at a given level: General criteria Level4 Level5 Level6 %

%

%

No evidence to suggest that any learning has taken place beyond the 1-9 most basic principles.

0

(0)

Makes no serious attempt to answer the question, and has little or no 10-19 coherence. What little evidence that learning has taken place is interspersed with nonsense.

1-9

0

Makes a limited attempt to answer the question but demonstrates a clear lack of understanding of the issues concerned. Misunderstandings and errors of fact are likely to outweigh correct or meaningful statements. There is unlikely to be any referencing. The poor quality of the writing may make it difficult to read.

20-29

10-19

1-9

Attempts to answer the question but is only partly successful in doing 30-39 so, with much irrelevant material included and much relevant material left out. Referencing is likely to be limited. It should show at least an emerging understanding of the issues, but is likely to include some fundamental misunderstandings and/or errors of fact. It may well lack structure and be poorly written.

20-29

10-19

Makes a clear attempt to answer the question, but is likely to include material of doubtful relevance. It may well be based largely on a single text-book, or on lecture notes, but shows at least a basic understanding of the issues. There may be some significant misunderstandings or errors of fact. Structure may be confused and language clumsy.

40-49

30-39

20-29

50-59 Is clearly focussed on the question and demonstrates a general understanding of the major issues without significant misunderstandings or errors of fact. It may well demonstrate a degree of naivety and is likely to be largely descriptive in nature. It should be properly referenced, but may be based on a limited number of sources, principally text-books. It should have a coherent structure, but may have some clumsy expression.

40-49

30-39

Demonstrates a detailed understanding of the major issues and at least a general awareness of problems and conflicting viewpoints. Reading is likely to go beyond basic textbooks, and should show at least an emerging ability to compare and contrast the arguments in different sources. It should be well-structured and well-written.

60-69

50-59

40-49

Demonstrates a full understanding of the major issues and a full 70-79 awareness of problems and conflicting viewpoints. It should include references to secondary as well as tertiary sources (journal articles, monographs etc.) and should demonstrate at least an emerging ability to evaluate and criticise sources. The quality of argument should show some sophistication & elegance.

60-69

50-59

Demonstrates a clear ability to evaluate and criticise sources and at least an emerging ability to apply original insight and thought to the issues under discussion. There should be at least a limited

70-79

60-69

80-89

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understanding of theoretical issues. If the analysis of primary data is included this should be conducted with at least a basic degree of competence. 90-99 Demonstrates a clear ability to apply original insight and critical thought to the issues under discussion, and a clear understanding of the problems and limitations of the approaches developed. It should demonstrate a degree of sophistication in the way in which theory and practice are integrated. If the analysis of primary data is included this should be conducted with complete competence and with a degree of sophistication.

80-89

70-79

Theoretically informed, with a high degree of originality and an effective integration of secondary and primary data. It should be capable of adaptation with a limited amount of effort either for publication (though not necessarily in a peer-reviewed journal) or for effective professional use (e.g. a marketing strategy that could actually be presented to the Board).

100

90-99

80-89

Suitable for publication or effective professional use, as above, in its submitted form, without significant adaptation.

(100)

100

90-99

Referencing requirements for assignments Statements, assertions and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team,...